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IMR has undertaken consultancy work for leading sponsors, agencies and rights holders. Our areas of speciality are in producing custom reports on the sponsorship industry and in helping rights holders to maximise their commercial potential.

Clients have included Octagon, Scale Inc, IMS, Beroe Inc, KPMG, MasterCard, Budweiser, Aston Villa, Northamption Town, Parkour Generations and Morzine-Avoriaz among others.

Bespoke Research

Our bespoke research reports mainly include an analysis of a specific sport, country/region or sponsoring industry. We undertake in-depth data research and analysis to help clients have a thorough understanding of the area in which they are operating.

Our bespoke reports have also included competitor analysis, case study development and SWOT analysis.

Rights holder consultancy

Our work for rights holders is aimed at helping them to understand, value and monetise sponsorship rights and commercial opportunities.

This has included work for large international rights holders as well as for smaller organisations operating at a local level. Projects have included:

  • Socio-demographic analysis of the fan base
  • Geographic Information Systems (GIS) mapping of fans
  • Image attribute studies
  • Sponsorship audits
  • Sponsorship pitch presentations
  • Media evaluation
  • Print media project development
  • Broadcast TV project development
  • Focus group studies
  • Analysis and recommendations on stadia facilities
  • Merchandise operation recommendations
  • Third party partnership development
  • Fan recruitment strategies

In working with rights holders our approach has always been to add value. Our experience has been that on the whole rights holders have a fairly limited vision as to what can be achieved commercially. The prevailing attitude tends to be that once basic rights have been sold, then there is little more that can be achieved. Our view is very different. Sponsorship rights, for example, are often sold below market value and often not to the best sponsor. We can help to value the rights and identify the best companies to approach for sales success.

Parkour Generations' Morzine camp

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Parkour Generations: IMR created a week-long training camp in the French Alps in an out of season ski resort. The camp benefitted two IMR clients simultaneously, bringing income to the resort and offering superb, high-altitude training facilites to parkour students.


Villa Wannabee

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Aston Villa: IMR developed the reality TV programme Villawannabee, screened on the Asia TV Network, to help the soccer club to forge closer ties with its local Asian community. Open to all children between the ages of 12-14, the programme was the first ever reality soccer show and had more than 2,000 contestants.

NTFC research report

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Northampton Town Football Club: IMR undertook a major research and consultancy project that helped the soccer club to value its rights and understand its fans. The data was used as a sales tool to potential sponsors who were able to see the relevance and value of the club to their objectives.


We also see that most rights holders have more opportunities than they realise and we have, for example, helped to create media projects that significantly extend the reach of the rights holder and simultaneously make a profit. Our view is that most rights holders:

  • Fail to understand their fans
  • Fail to utilise their property assets to their full potential
  • Fail to engage fully with the local community
  • Fail to develop their brand/image
  • Fail to realise the potential to create new partnerships - even when all 'sponsorship' rights have been sold.

Such consultancy work sounds expensive and we are aware that many rights holders operate on tight budgets. Our belief is that such work is an investment and for some rights holders the lost commercial potential can be huge. In one case, for example, we helped a rights holder (which was working at the same commercial level as its competitors) to increase commercial turnover by 600% in less than a year. Our work is designed to deliver a profit and simultaneously develop the image and professionalism of the organisation.

To find out how we can help you, contact us.

Official Supplier

European Sponsorship Association
Media Partner